Infosys and Adobe have announced a strategic collaboration to jointly transform the marketing life cycle of global brands with AI. Together, they will bring capabilities from Infosys AsterTM and Adobe to unify customer experience at scale. This will include personalising content to enable business growth while also streamlining workflows for efficiency.
Infosys AsterTM is a set of AI-amplified marketing services, solutions, and platforms that helps enterprises transform marketing into effective customer champions and growth partners. The solution brings AI-powered agility to the marketing value chain. Adobe tools enable brands to deliver personalised, data-driven customer journeys across every touchpoint. This requires combining content, data, and AI to create seamless, real-time experiences that drive loyalty and growth.
Infosys CMO Radar 2024 revealed that AI-fluent CMOs are becoming a transformative force in business. The study indicated 62% see their influence growing over broader corporate decisions. Together, Infosys and Adobe will orchestrate enterprise-grade marketing solutions, amplified by AI, that enable CMOs to:
Deliver Unified Experiences at Scale
Infosys and Adobe say marketers can deliver unified brand experiences across channels, touchpoints, and personas. Communications that are timely, relevant, and engaging, regardless of scale. Adobe’s Real-Time CDP and GenStudio enable effective content creation, segmentation, and experience delivery. Infosys AsterTM brings industry expertise and AI-amplified agility to marketing. This strategic collaboration enables marketers to respond to changing customer behaviours, market trends, and business needs. At the same time, they can orchestrate unified brand experiences across customers, channels, and markets.
Personalise content to catalyze growth
Launching hyper-targeted personalised campaigns across markets and segments with localised, scalable content strategies will be easier. With Adobe technologies, brands deliver personalised content and drive real-time promotion and pricing based on customer behaviour and cross-channel engagement insights. Infosys AsterTM creates a shared digital foundation by integrating MarTech and enterprise systems, crucial for optimising the content delivery strategy.
Streamline Workflows for Efficiency
The integrated solution uses autonomous agents to plan, execute, and optimise marketing tasks and workflows. Infosys Aster’s AI-powered orchestration of Adobe technologies allows marketers to automate content creation, streamline campaign workflows, improve channel efficiency, and increase campaign efficacy.
“AI, for marketing, has very quickly evolved from productivity- and creativity-amplifier to a true navigator for marketers. CMOs know that AI can be their partner in propelling business. At the same time help enterprises navigate the complexities of scaling deeply personalised. In addition to simultaneously unifying the brand experience,” said Sumit Virmani, EVP and Global Chief Marketing Officer, Infosys. “This joint offering is integral to the customer experience personalisation approach that we are driving at Infosys. It is positioned to be a foundational capability for CMOs to drive the growth-focused marketing they’ve always aspired to.”
Infosys Aster AI-amplified marketing suite and Adobe solutions enables the CMO to partner with the CIO to advocate for customer-first, AI-first experiences, and marketing. The integrated solution leads the way with a ‘responsible by design’ approach to AI practices that strengthen brand integrity and foster trust with customers.
“In an attention-based economy where consumers and businesses are inundated with content across every channel. Impactful creative personalised at scale is what will enable marketers to breakthrough,” said Anil Chakravarthy, President, Digital Experience Business, Adobe.
“Adobe and Infosys are bringing together creativity, marketing and AI innovations to transform Customer Experience Orchestration. Streamlining the creation and delivery of compelling experiences across every touchpoint and channel.”
Enterprise Times: What this means for busineses
CMOs need AI-enabled tools that understand consumers and business customers as individuals with context-specific needs. Tools that create personalized on-brand offerings and messages that generate value for both brand and customer alike. To differentiate themselves from competitors, CMOs must plan, deploy and manage these tools across the entire customer lifecycle. That requires a new generation of AI-native marketing tools and services from both software makers and marketing services companies.
This strategic collaboration between Infosys AsterTM and Adobe aims to accelerate marketing excellence with AI, and it is in the right direction to address customer needs. The partnership is expected to enable global brands and marketers to unify customer experience at scale. This means personalising content to catalyze growth and streamline workflows for efficiency. Hopefully, this will mean driving sustainable value for both the brand and its customers. Putting both companies in the right direction to address their enterprise customer needs
